A META-RELQUAL framework for B2B sales partnerships: empirical findings from Spain

Carlos Ferro-Soto; Carmen Padín Fabeiro; Isolde Lubbe; Göran Svensson; Nils M. Høgevold

doi:10.1504/IJBEX.2026.150875

A META-RELQUAL framework for B2B sales partnerships: empirical findings from Spain

Carlos Ferro-Soto
, Carmen Padín Fabeiro
, Isolde Lubbe
, Göran Svensson
, Nils M. Høgevold

Research output: Contribution to journal › Article › peer-review

Abstract

The purpose of this study is to verify the validity and reliability of a META-RELQUAL (MRQ) framework in B2B sales partnerships. A questionnaire was distributed to a sample of Spanish businesses across a variety of industries that have a B2B focus. The study confirms the satisfactory validity and reliability of the MRQ-framework in B2B sales relationships. The MRQ-framework can be applied with salespeople in a Southern European B2B partnership settings, specifically Spain. The study also provides guidance to manage B2B purchase and sales partnerships based on a ten-dimensional foundation of concepts. Furthermore, the study amplifies the universal applicability of the MRQ-framework in B2B sales partnerships, specifically in a different country setting.

Original language	English
Pages (from-to)	40-76
Number of pages	37
Journal	International Journal of Business Excellence
Volume	38
Issue number	1
DOIs	https://doi.org/10.1504/IJBEX.2026.150875
Publication status	Published - 2026
Externally published	Yes

Keywords

business to business partnerships
META-RELQUAL
relationship marketing theory
relationship quality
salespeople
SET
social exchange theory
Spain
TCA
transaction cost analysis

ASJC Scopus subject areas

Business and International Management
Strategy and Management

Access to Document

10.1504/IJBEX.2026.150875

Cite this

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title = "A META-RELQUAL framework for B2B sales partnerships: empirical findings from Spain",

abstract = "The purpose of this study is to verify the validity and reliability of a META-RELQUAL (MRQ) framework in B2B sales partnerships. A questionnaire was distributed to a sample of Spanish businesses across a variety of industries that have a B2B focus. The study confirms the satisfactory validity and reliability of the MRQ-framework in B2B sales relationships. The MRQ-framework can be applied with salespeople in a Southern European B2B partnership settings, specifically Spain. The study also provides guidance to manage B2B purchase and sales partnerships based on a ten-dimensional foundation of concepts. Furthermore, the study amplifies the universal applicability of the MRQ-framework in B2B sales partnerships, specifically in a different country setting.",

keywords = "business to business partnerships, META-RELQUAL, relationship marketing theory, relationship quality, salespeople, SET, social exchange theory, Spain, TCA, transaction cost analysis",

author = "Carlos Ferro-Soto and Fabeiro, \{Carmen Pad{\'i}n\} and Isolde Lubbe and G{\"o}ran Svensson and H{\o}gevold, \{Nils M.\}",

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doi = "10.1504/IJBEX.2026.150875",

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AU - Ferro-Soto, Carlos

AU - Fabeiro, Carmen Padín

AU - Lubbe, Isolde

AU - Svensson, Göran

AU - Høgevold, Nils M.

PY - 2026

Y1 - 2026

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AB - The purpose of this study is to verify the validity and reliability of a META-RELQUAL (MRQ) framework in B2B sales partnerships. A questionnaire was distributed to a sample of Spanish businesses across a variety of industries that have a B2B focus. The study confirms the satisfactory validity and reliability of the MRQ-framework in B2B sales relationships. The MRQ-framework can be applied with salespeople in a Southern European B2B partnership settings, specifically Spain. The study also provides guidance to manage B2B purchase and sales partnerships based on a ten-dimensional foundation of concepts. Furthermore, the study amplifies the universal applicability of the MRQ-framework in B2B sales partnerships, specifically in a different country setting.

KW - business to business partnerships

KW - META-RELQUAL

KW - relationship marketing theory

KW - relationship quality

KW - salespeople

KW - SET

KW - social exchange theory

KW - Spain

KW - TCA

KW - transaction cost analysis

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A META-RELQUAL framework for B2B sales partnerships: empirical findings from Spain

Abstract

Keywords

ASJC Scopus subject areas

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